Why DAM Isn’t Just Pretty Pictures on the Web Any More

Why do you purchase and implement a Digital Asset Management (DAM) platform in the first place? If you’re like me when I ran the content management team at another company, it was originally to control the flow of approved images to the company’s online presence. We were revamping the website and eCommerce platform and a key part of the project was to improve the images used, and to make sure that they were both brand and safety compliant.

It didn’t take long for the word to spread that we now had a single safe source for brand approved images. Soon we were talking to other groups in the company, and even our dealer network about how they could contribute to, and access, the DAM. Instead of just storing the images selected for use on the website we were soon storing every picture from a product photo shoot, then came interest from the company archives. In the space of eighteen months we had passed one million assets and over eight-thousand users accessing them.

But the most interesting part was the way that the DAM became the source for applications and use cases that we had never considered.

We had developed a way to create lightweight 3D models of our products, and started storing the source files for those on the DAM too. Suddenly the DAM was the source driving Augmented Reality proof-of-concept innovations, being used to populate digital signage at dealer showrooms, as well as training, facilities planning, trade shows, coffee table art books, calendars, licensed merchandise, and more. At the point where I left the company we had recorded sixteen different use cases for the content stored in the DAM, and I’m sure there’s even more now.

The thing is, I was far from alone in witnessing how a good DAM platform can be used in different. powerful ways. Since joining OpenText I’ve seen other uses, such as:

Media companies who use their DAM to deliver DVD packaging and advertising banners that automatically resize and place the correct logos and text based on the intended markets and distribution channels.

Drinks companies where the DAM is a central component of their high-profile sports sponsorships programs

A rail company that uses the DAM to manage rail inspection videos from cameras mounted on the front of locomotives

An aerospace engine company that uses its DAM to store and analyze images of parts from any engine involved in an accident

So how are you using your DAM platform? Join us on Wednesday February 15th for a webinar on how to Unlock New Potential (and ROI) From Your DAM.

Alan J. Porter is the Senior Product Marketing Manager for the OpenText Customer Experience Suite. He is a regular writer and industry speaker on various aspects of Customer Experience and Content Strategy.